ADV @ UNDERCONSIDERATION      Peek here for details





Shirah Wines

Quantity Produced


Production Cost

Production Time

1 month

Dimensions (Width × Height × Depth)

4 in × 4 in

Page Count

Paper Stock

Uncoated label stock

Number of Colors





Alternate Gothic No.2


When it comes to wine I’m no sommelier, so often times the decision to buy is based on the label. I don’t find this to be apathetic or ignorant of me, it’s actually quite strategic. I have a lot going on in my life, I’d rather drink the wine and be happy than spend hours researching this or that. The fact of the matter is, if a company seeks out creative direction from an established design firm, they obviously care about the product they’re putting out. Miller LLC’s label for Shirah Wines is the right amount of clever and classy.

We designed these labels for Shirah Wines, a boutique winery in California that focuses on making fun and fruity wines with a lot of character (that also happen to be kosher). This wine is an assertive blend of syrah and grenache. The bottling was very small, with less than 650 bottles in the run. The design was influenced by vintage concert posters and the neckband is a replica of a vintage concert ticket. The fun thing about producing this label was working with our printer, Jon Selikoff of Vote for Letterpress. Due to the low budget on this job, we used a single plate to generate a range of color by printing with a split fountain. This is when 2 different inks are printed at the same time. You get the two colors at either extreme (in this case, orange and rhodamine red), which also gives you a 3rd color where they blend. The labels featured a nice spread of orange, red and hot pink - with variations in between. This is the closest you’ll get to a real, live gradient (no Photoshop here). The results were spectacular, with all the bottles being sold privately to collectors within a period of 3 months.

Maybe it’s just me, but I’m picking up soft, fruity tones of old lucha libre posters as well.

We learned that split fountain is a lot of fun and the unexpected results are what make it worth doing. It’s also important to use a good letterpress printer. Vote for Letterpress did a great job — Jon was terrific to work with and his skill made all the difference.

--- Shirah Wines Packaging --- Shirah Wines Packaging --- Shirah Wines Packaging


Recent Posts



This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author

Lauren Dickens

Author Picture

Lauren Dickens

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

February 8, 2011


Filed Under



Tagged with


Share to Facebook Share to Twitter Share to Google+ Add This



FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

FPO uses Fonts.com to render Siseriff and Avenir Next.

FPO is run with Six Apart’s MovableType

Syndicate / RSS Feed

All comments, ideas and thoughts on FPO are property of their authors; reproduction without the author’s or FPO’s permission is strictly prohibited

Contact us by e-mail

Twitter @ucllc

Sign-up for Mailing List

Mailing list managed by MailChimp

Thanks to our advertisers

About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End